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Ecuatia Succesului Online - Ecuatia Comertului Online

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Prezentare sustinuta la conferinta "Lideri cu Stil", Galati, 22 iunie 2018, despre succesul unui business cu prezenta online -https://ecompedia.ro/google-analytics/

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Ecuatia Succesului Online - Ecuatia Comertului Online

  1. 1. Ecuatia Succesului Online – Lideri cu Stil Liviu TALOI, liviu.taloi@ECOMpedia.ro, Galati, 22 iunie 2018
  2. 2. De mic mi-a plăcut matematica…
  3. 3. În 1994-1995 am descoperit Internet-ul...
  4. 4. Începând cu 2005 am consiliat aproximativ 200 magazine online...
  5. 5. 2012 ECOMpedia – portal despre e-commerce & marketing digital
  6. 6. Ecuatia Succesului Online Ce trebuie sa facem sa crestem cifra de afaceri? Ce masuram in Google Analytics?
  7. 7. Confidential and Proprietary Ecuatia Succesului Online CA = Tr x Rc x Cm http://bit.ly/ecuatia click to tweet
  8. 8. Confidential and Proprietary Ecuatia Oricarui Business Online
  9. 9. Metafora cu râul Analiza la nivel macro si la nivel de segmente. Centre de cost / profit. ROI
  10. 10. Confidential and Proprietary CifradeAfaceri/Alt KPI Luna 1 Luna 12 contrar așteptărilor, râul nostru nu își mărește albia, rămâne în matcă…
  11. 11. Confidential and Proprietary CifradeAfaceri/Alt KPI Luna 1 Luna 12
  12. 12. Confidential and Proprietary CifradeAfaceri/Alt KPI Luna 1 Luna 12 adwords organic & direct social media Centre de cost Centre de cost Centre de cost Centre de profit Centre de profit Centre de profit
  13. 13. CPM = costul per mia de afisari CPC = costul per click Conversia = Rata de Conversie (ecommerce conversion rate) CPS / CPV = cost per sale / cost per vanzare AOV = average order value, comanda medie ROI = Return On Investment = (Margine – Costuri) / Costuri * 100 Canal Media unde dau bani, de unde primesc facturi Costuri ce scrie acolo pe facturi, in lei de preferinta Venituri ce scrie in raportul specific din Google Analytics, in lei  ROI % (margine calculata – costuri de marketing) / costuri de mktg FACEBOOK Ma uit pe factura, transform in lei Ma uit in tabelul pe care il verific zilnic pentru clientii mei, unde vad rezultatele financiare ale fiecarui canal media 0% = tanda pe manda, nici nu castig nici nu pierd bani ADWORDS Ma uit pe factura, e deja in lei Apoi ponderez cu o margine venitul (scad costul marfii, scad alte costuri ale companiei) -50% = pierd bani, veniturile aduse nu acopera costurile operationale si cele cu marfa SEO - ORGANIC Pe care factura ma uit? Consultantul de seo, instrumentul de seo, omul La final vad diferenta, in absolut sau procentual, adica ajung la ROI. +50% = castig bani, la fiecare leu investit in seo castig 1.5 lei Eficienta* Campaniilor de Online Marketing = ECOM *tabel facut periodic, LUNAR, Saptamanal, Trimestrial
  14. 14. Ce urmarim intr-un business online? Despre KPI-uri (key performance indicators)
  15. 15. Confidential and Proprietary Obiectivul companiei: Promovarea dorintei clienților cu privire la activitatea în aer liber prin achiziționarea de camping și mărfuri sportive Strategie: Vindem echipament de camping și echipament sportiv de înaltă calitate, care ajută clienții să se simtă confortabil în aer liber. The Great Outdoors Sursa: Google Analytics Academy
  16. 16. Confidential and ProprietarySursa: Google Analytics Academy
  17. 17. Confidential and Proprietary Care sunt obiectivele acestui business? Sursa: Google Analytics Academy
  18. 18. Multumesc Q&A Liviu TALOI liviu.taloi@ECOMpedia.ro
  19. 19. Confidential and Proprietary Intra acum pe ECOMpedia.ro si pune intrebarea la care vrei raspuns usability, marketing, analytics, e-commerce
  20. 20. Liviu TALOI Senior Consultant in e-commerce, usability, analytics, conversion rate optimization and online marketing @ECOMpedia Liviu is Co-Founder of the ECOMpedia.ro project and Community Manager for GPeC (Gala Premiilor e- Commerce - Romanian e-Commerce Award Gala). He has over 15 years of experience in online marketing and 10 years in e-commerce. He was, among other past jobs, PR Manager at eMAG. In 2005, he founded a web consulting company specialized in e-commerce and sites evaluation, Web Audit. He is also speaker at conferences and seminars, especially dedicated to electronic commerce, he write articles and market analysis. Skills: e-commerce, site audit, UX, CRO, Analytics, Online Marketing. Taloi has been selected by Cardinal Path to be a regional trainer of Google Partner Academy Programme in Google Analytics. Taloi has also GAIQ - Google Analytics Individual Qualification certification. Liviu TALOI has worked with online shops as eMAG, MarketOnline, SigmaNET, F64, FashionUP, TAMOS, Kurtmann, ZorileStore, Vexio.ro, MetaphoraBijoux, Gutuie.ro, eMenAtWork, e-commerce platforms & full digital agencies as Content Speed, Shopmania BIZ, Retargeting.biz, online tourism sites as EXIMTUR, Veltravel, he did usability & conversion rate optmization projects as for BCR - sIT Solutions AT Spardat Gmbh, Bitdefender (USA site), SKIN media, he delivered Google Analytics closed&open trainings as for BrainArt, Siniat, ING NN Asigurari de Viata, Google Partner Academy. In recent years, Liviu Taloi provided expert advice to more than 100 Romanian online stores in e- commerce, usability, analytics, conversion rate optimization and online marketing. Many of these online companies are now market leaders in their niche.

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